SSC makeover includes community focus and new name

Singapore Sports Council CEO Lim Teck Yin explaining how the new name, Sport Singapore, will be aligned with the blueprint Vision 2030.

The Singapore Sports Council (SSC) is giving itself a facelift, as part of efforts to better reflect its ambition of nurturing a sporting Singapore.

Sport Singapore, as the organisation will be known from next month, will continue to manage the nation's elite athletes but at the same time pay greater attention to getting locals engaged in sport.

Going beyond just an aesthetic change, the rebranding exercise is aimed at shedding the national sports agency's image of governance and aligning itself more closely with Vision 2030, the blueprint for Singapore sport.

"We do have a role when it comes to the investment of public funds in sport," said SSC chief executive officer Lim Teck Yin on Monday.

"But larger, and just as important, is how we empower our partners.

"Everything we do is through sport and not for sport, and it's focused on serving a community.

"The (new) name connotes a sense of community, partnership and vibrancy. Those are all the elements in Vision 2030."

The announcement of the agency's makeover comes a week after details of the rejuvenation of Singapore's sporting facilities were unveiled by Acting Minister for Culture, Community and Youth Lawrence Wong in his ministry's budget debate last week.